Most of our clients think they are selling procedures and treatments. Although procedures and treatments are the goal of a successful consultation with a patient, what you're actually selling at the consultation is trust--trust that you will deliver the results discussed at the price agreed upon. Trust that they will be better off after the procedure or treatment than they are now. Trust that you have the skill, experience and aesthetic eye to create a satisfactory outcome. Trust that you will not laugh at their physical imperfections. Trust that they will have no more pain than they can tolerate. Trust that you and your staff will be kind to them.
You have surely noticed a larger conversion ratio in referred patients than those who find you on the internet or via the Yellow Pages, right? Why is that? Because the original patient (the referror if you will) transferred his/her trust in your practice to the referee. The referred patient does not feel the need to investigate two or three other aesthetic offices because his/her friend has already told them how terrific you are. The trust in you has been transferred.
So, what does this tell you? Everything you and your staff do, say, print on the website or elsewhere (ads included) must speak to the issue of trust. "You are safe with us", "We are expert at [insert procedure here]", "Over 1000 patients have entrusted us with their dental/dermatology/cosmetic surgery care", etc. You get the idea.